In the case of Facebook ads, different advertising targets show different advertising effects. What are the differences between PPE ads?

What is a PPE AD?

PPE is Page Post Engagement. PPE ads are post-campaign ads. Interactive content includes likes, comments, and shares.

The ultimate goal of PPE advertising is to interact with the audience, and Facebook can use these interactions to find out which product messages are the most interactive and which are of the most interest to users.

Advantages of PPE advertising

1. Social proof can be collected

Products can be tested through PPE ads to find highly interactive product information; PPE ads can also be used to collect user likes, shares, and comments to increase user trust in the product.

2. Low price

PPE ads are more suitable for product testing due to their lower cost of 1000 person-to-person displays, but the results of product testing cannot rule out the fact that some audiences have actually done it.

Disadvantages of PPE advertising

1. Low conversion rate

PPE ads can reach most users with a low price, but this is a double-edged sword. And PPE ads can’t get targeted recommendations from the data they find by interacting with their audience, resulting in a low conversion rate.

2. high interaction rate ≠ good sales

PPE ads don’t have a sales goal, so Facebook only optimizes ads based on audience interaction, and high interaction doesn’t necessarily lead to high sales.

3. high play ≠ marketing success

A post with a high number of views or a video advertisement with millions of views may seem exaggerated, but the cost is not very high when measured by the cost of thousands of views, so high views do not represent the success of marketing.

If your ads translate well and your audience loves your product, there’s no need to advertise for the PPE.

However, no matter what type of advertising you’re doing, it’s advisable to do a little testing. Data is the only way to know if an AD is working.

The best thing that people who advertise on Facebook want to achieve is to maximize distribution and revenue with minimal advertising costs. This requires constant optimization of advertising materials. So, how do you optimize Facebook advertising material?

Why are Facebook ads important?

1000 shows = Bid ± quality points

Can you figure out some of the causes through this formula?

Click-through rate, conversion rate, interaction rate and so on all affect the quality score of the AD. The quality of Facebook’s AD material directly affects that information.

What are some ways to optimize Facebook’s AD material?

Before looking at how to optimize your Facebook AD feed, what kind of AD feed do you need to know?

Facebook advertising materials include a single image, multi-image rotation, video ads, and other forms.

No matter which form of advertising is used, the optimization is much the same. So what can you optimize?

1. Pictures

In the selection of material, we need to find attractive material content and as close as possible to the product content.

In the early stage of advertising, different pictures need to be released for testing, after continuous testing, according to the data to choose the best picture for release, the late also need to continue to update, so as to avoid the visual fatigue of the audience.

2. Text

In text editing, it is necessary to ensure that the text and language information that can make the audience have a sense of substitution and is provocative is the best.

3. Creativity

In advertising design, creativity needs to be developed from multiple angles. Product-related and real content can be used as the core to highlight the key content to be expressed as much as possible.

However, because Facebook ads cover a lot of advertising space, targeted design is needed in the design of Facebook ads. When insufficient materials are found, regular updates should be made, but the frequency should not be too high.

4. Budget

When we find material content with a low click rate, too much cost, and no transformation through background data, we should stop advertising in time and use the budget on material with good effect.

The quality of Facebook advertising materials directly affects the success or failure of advertising, so when making Facebook ads, we must take into account the psychological factors of the audience and try to get close to the characteristics and interests of the audience, so as to better improve the advertising benefits.

When an advertisement content is shown to a fixed audience too many times, it is easy to make users feel tired. So how to keep users fresh?

Use REACH to reach the target population

Reach refers to the number of users who see the ads. Therefore, when creating Facebook ads, it is necessary to set the AD target group as Reach, so as to reduce the fatigue rate of users when seeing the ads.

When setting up REACH, the larger the number of people covered, the more people the display AD content can be distributed to, so as to minimize advertising fatigue.

Set the frequency upper limit

The most important factor of advertising fatigue is the excessive frequency of advertising display, so it is necessary to set the upper limit of frequency. Only by limiting the number of ads viewed by the audience can audience fatigue be avoided.

Exclude audiences that have interacted with the AD

With the increase of advertisement frequency, the audience may be faced with the situation of seeing the advertisement again and again. If this part of the crowd can be excluded, it can ensure the reduction of audience fatigue.

First, you need to customize your audience information, which can be users who have visited the site in the last 60 days. You can also create a list of people to filter out users who have recently signed up for the service or filled out a form.

Finally, the Facebook advertising manager is used to exclude the information of users who have clicked on ads, and users who have not clicked on ads can be set to view the corresponding advertising content in the later stage.

Changing videos

Facebook’s background color scheme is always blue and white, so when using ads, you should try to change the color scheme to avoid being ignored by the audience.

So how can we quickly update the advertising material information?

Change text or header information; Change the background color of the image. Using new graphics or video messages is fine, as long as it makes the AD stand out and attracts users.

What are the differences between the effects of different colors?

Different colors bring different psychological effects. For example, blue can make people feel calm. Green, can let a person feel vitality; Yellow, will give people a happy feeling, so in the production of advertising, the background color can also be modified.

By testing your audience with different visuals, you can not only find new audiences but also find the types of ads that work best.

Use different texts

When editing text, you can use brand titles, inspirational language, questioning sentences, etc. Special attention should be paid to the editing of text headings, finding the language that can attract the audience is the most important.

Humorous writing is relatively popular. In order to improve the corresponding advertising effect, some humorous elements can be added to the wording of the copy, which can make the advertising content more attractive.

When you’re doing Facebook ads, I don’t know if you’ve noticed, you haven’t been doing Facebook ads for a few days but the cost per click is going up and the frequency of ads is going up. This is equivalent to the advertising effect tends to decline, slowly the advertising effect will become worse and worse, do you know why?

I think it might be the following:

From Facebook’s perspective

Facebook won’t be able to keep fixed ads performing consistently, and if an AD stays on a fixed spot, Facebook will make less money.

You might wonder why users’ ads work better than Facebook’s.

Here we need to pay attention to a degree, no matter how good an advertisement is, can not guarantee good performance from the beginning to the end, any product will have its own life cycle, so advertising is the same.

From the user’s perspective

Although we belong to a visual society now, the expression form of pictures and videos is easier to be loved by people, but if we see the same information every day, there will be a problem of aesthetic fatigue, which will make users feel bored.

For example, when there were fewer resources before, advertising information of similar content appeared, so that people had to accept.

But with the gradual flood of resources, I believe that no user can accept this kind of repeated advertising information several times, so that the advertising content will let people appear aesthetic fatigue, directly will lead to worse and worse advertising effects.

We can view it through the background data. When we open the background information of Facebook data, we can see the following data:

If you have similar or identical data in your Facebook AD manager, it’s a good sign that your ads are getting tired.

What are the reasons for advertising fatigue?

What is advertising fatigue?

It is not difficult to understand from the above content that the excessive number of advertising displays causes users to watch it many times. Although this can improve the frequency of advertising displays, the click-through rate of advertising has decreased.

Why is there advertising fatigue?

The AD was displayed so frequently that users saw the message every time they logged on to Facebook; Advertising content is competing with users’ news summaries; The audience is already familiar with the content of the advertisement and has lost the initial freshness, so the click-through rate of the advertisement will decline.

Advertising fatigue will affect the relevance score, so what problems will occur when the relevance score is low?

The decrease in relevance score results in a cost per thousand impressions and cost per search result. The result is not only a corresponding reduction in the results of the AD series but also a corresponding reduction in the return on AD spending.